Our whole goal in life is to give you something you didn’t know you wanted and then once you get it, you can’t imagine your life without it… and you can count on apple doing that.
Companies that get confused, that think their goal is revenue or stock price or something. You have to focus on the things that lead to those.
In the long arc of time, you are only relevant if customers love you.
I love museums. But I don't want to live in one.
I am driven by great work and seeing people do incredible things and having a part in that.
Excellence has become a habit.
Discrimination, in all its forms, is bad for business.
We make the best phone, we don't make the most phones.
I despise politics. There is no room for it in a company. My life is going to be way too short to deal with that.
Apple has a culture of excellence that is, I think, so unique and so special. I'm not going to witness or permit the change of it.
You can only do so many things great, and you should cast aside everything else.
Apple has lost a visionary and creative genius, and the world has lost an amazing human being.
I just want to build great products.
No one should have a key that turns a billion locks. It shouldn't exist.
You can't have a back door that's only for the good guys.
If you want me to do things only for ROI reasons, you should get out of this stock.
When I think of civil liberties I think of the founding principles of the country. The freedoms that are in the First Amendment. But also the fundamental right to privacy.
Never try to fix other people. God does not need to do a bank shot off your lips.
In the world of cyber security, the last thing you want is to have a target painted on you.
What makes Siri cool is she has a personality.
The worst thing in the world that can happen to you if you're an engineer that has given his life to something is for someone to rip it off and put their name to it.
Graduates, your values matter. They are your north star. And work takes on new meaning when you feel you're pointed in the right direction. Otherwise, it's just a job. And life is too short for that.
And that's what everyone at Apple is focused on - pushing forward and creating the future.
Apple Watch is the most personal device we've ever created.
Our business is not based on having information about you. You’re not our product. Our product are these, and this watch, and Macs and so forth. And so we run a very different company. I think everyone has to ask, how do companies make their money? Follow the money. And if they’re making money mainly by collecting gobs of personal data, I think you have a right to be worried.
"Right to privacy is really important. You pull that brick out and another and pretty soon the house falls."
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